本文關(guān)鍵詞：安吉縣鄉(xiāng)村旅游農(nóng)產(chǎn)品營銷策略研究　出處：《浙江農(nóng)林大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

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【摘要】：近年來,鄉(xiāng)村旅游蓬勃發(fā)展,對(duì)促進(jìn)農(nóng)村經(jīng)濟(jì)結(jié)構(gòu)調(diào)整、擴(kuò)大農(nóng)民就業(yè)增收發(fā)揮了積極作用。這其中鄉(xiāng)村旅游農(nóng)產(chǎn)品的開發(fā)、生產(chǎn)、營銷,無疑是鄉(xiāng)村旅游發(fā)展的重要組成部分。其不僅能豐富鄉(xiāng)村旅游的內(nèi)容,使農(nóng)產(chǎn)品彰顯了其商品的多功能性,進(jìn)而提高了鄉(xiāng)村旅游的附加值,并且可以提升整個(gè)鄉(xiāng)村旅游產(chǎn)業(yè)的發(fā)展水平。本文回顧和總結(jié)了安吉縣鄉(xiāng)村旅游的發(fā)展現(xiàn)狀;對(duì)安吉縣鄉(xiāng)村旅游的運(yùn)營模式:經(jīng)營公司管理模式、行業(yè)協(xié)會(huì)管理模式、村鎮(zhèn)集體經(jīng)營管理模式、農(nóng)戶個(gè)體經(jīng)營管理模式進(jìn)行了簡要概括。在此基礎(chǔ)上,論述了安吉縣鄉(xiāng)村旅游對(duì)農(nóng)產(chǎn)品營銷的作用:促進(jìn)農(nóng)產(chǎn)品就地營銷增加附加值,提高附加值農(nóng)業(yè)的邊際效應(yīng)凸顯,促進(jìn)農(nóng)村產(chǎn)業(yè)融合優(yōu)化產(chǎn)業(yè)結(jié)構(gòu),促進(jìn)農(nóng)業(yè)直接進(jìn)入服務(wù)貿(mào)易領(lǐng)域。針對(duì)安吉縣鄉(xiāng)村旅游中農(nóng)產(chǎn)品營銷的現(xiàn)狀及問題進(jìn)行了研究,區(qū)分了傳統(tǒng)、新興兩種不同形態(tài)鄉(xiāng)村旅游農(nóng)產(chǎn)品營銷的特點(diǎn)。通過自制的調(diào)查問卷,對(duì)安吉縣鄉(xiāng)村旅游中消費(fèi)者對(duì)農(nóng)產(chǎn)品的購買意愿、關(guān)注度、購買體驗(yàn)、愿望建議等進(jìn)行了調(diào)查。在數(shù)據(jù)統(tǒng)計(jì)、分析的基礎(chǔ)上,指出了安吉縣鄉(xiāng)村旅游農(nóng)產(chǎn)品營銷還存在著缺精加工產(chǎn)品;產(chǎn)品品牌林立;產(chǎn)品銷售失衡;分銷渠道單一等問題。在文章的最后,針對(duì)安吉縣鄉(xiāng)村旅游農(nóng)產(chǎn)品營銷過程中存在的問題和調(diào)查問卷結(jié)果,據(jù)此提出安吉縣鄉(xiāng)村旅游農(nóng)產(chǎn)品銷售的新理論、新觀點(diǎn),對(duì)于探尋鄉(xiāng)村旅游背景下農(nóng)產(chǎn)品銷售新模式,為安吉縣鄉(xiāng)村旅游農(nóng)產(chǎn)品銷售提供思路和策略具有一定的實(shí)用價(jià)值。
[Abstract]:In recent years, rural tourism has developed vigorously, which has played a positive role in promoting the adjustment of rural economic structure and expanding farmers' employment income, among which the development, production and marketing of rural tourism agricultural products. It is undoubtedly an important part of the development of rural tourism. It can not only enrich the content of rural tourism, so that agricultural products show the versatility of their commodities, and then improve the added value of rural tourism. And can improve the development level of the whole rural tourism industry. This paper reviews and summarizes the current situation of the development of rural tourism in Anji County; This paper briefly summarizes the operation mode of Anji county rural tourism: management company management mode, trade association management model, village and town collective management mode, farmer individual management mode. On this basis. This paper discusses the role of rural tourism in Anji County on the marketing of agricultural products: to promote the local marketing of agricultural products to increase the added value, to improve the marginal effect of value-added agriculture, to promote the integration of rural industries and optimize the industrial structure. To promote the direct entry of agriculture into the field of service trade. In view of the Anji County rural tourism in the status quo and problems of agricultural marketing, distinguish the traditional. Through the self-made questionnaire, this paper analyzes the consumer's purchase intention, attention and purchase experience of agricultural products in Anji County rural tourism. On the basis of statistics and analysis, the author points out that there is still a lack of finished products in the marketing of rural tourism agricultural products in Anji County. Product brands; Product sales imbalance; At the end of the article, aiming at the problems existing in the marketing process of rural tourism agricultural products in Anji County and the results of the questionnaire, this paper puts forward a new theory of the marketing of rural tourism agricultural products in Anji County. The new viewpoint has certain practical value for exploring the new mode of agricultural product sales under the background of rural tourism and for providing ideas and strategies for the marketing of rural tourism agricultural products in Anji County.
【學(xué)位授予單位】：浙江農(nóng)林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F323.7;F592.7

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